This study aims to examine the effect of product quality, brand image, promotion, and word of mouth on purchasing decisions (study at Enjoy Apparel Purwokerto). This study took a population of students in Purwokerto who had bought Enjoy Apparel jersey and used quantitative methods, the sampling technique was snowball sampling, the sample size was 130 respondents. The data analysis technique used in this study is multiple linear regression test, and hypothesis testing with the analytical tool used is SPSS version 25. The results of the analysis show that product quality, brand image, promotion and word of mouth have a positive and significant effect on purchasing decisions.